The brief is to write a reflective piece entitled Advertising in the Post Digita

GET HELP WITH YOUR ESSAY

If you need assistance with writing your essay, our professional Essay Writing Service is here to help!

ORDER THIS PAPER NOW

The brief is to write a reflective piece entitled Advertising in the Post Digital Era. Essentially, this is a piece on the future of advertising, but the future is framed for this piece a ‘post-digital’ future in which the off-and online worlds are intimately connected**. The style is that of an ad agency ‘thinkpiece’. The job of an agency thinkpiece is to represent the agency as a source of expertise, by writing a piece that is academic and reflective in tone rather than being focused entirely on practice. It is not a sales pitch and nor is it directed at a specific client but, rather, it is an informed and neutral examination of current and/or future issues that affect the advertising industry. The one difference between this and an actual agency thinkpiece is that your work should be fully referenced in the academic style. Harvard-style references should be to academic research publications but references to relevant book and trade press articles can also be used. This report is to be structured in response to five discrete headings (listed below) each of up to 500 words, with one reference list at the end listing all the citations in each of the five sections. You can apply a little flexibility to the suggested word count, e.g. by making one section 400 words and another 600. However, you must respond to all sections. It may be useful for the report to briefly note examples from the group project as a baseline in each section, and from that could develop a wider discussion on contemporary issues for each topic area. But, reference to the group project is not essential. The precise line of discussion/argument you wish to take for each section is up to you. You should select the particular issues you wish to focus on within each section, and you have broad scope to interpret the sections as you wish. Your piece, though, should be clearly linked to the overall theme of post-digital advertising**. *The word limit for the whole project is 2,500 excluding the list of references at the end of the work.
** The idea of the post digital refers to an environment for advertising in which digital communication is not a new thing but a foundational condition of social life in which off-and online- experiences are intertwined. This is the condition under which advertising has to operate now and in the future. For views on the post-digital there are various YouTube talks and written pieces you can search on Google. Structure of the written report Section 1: Account team organisation and the future of advertising campaign planning Section 2: Advertising strategy development Section 3: The creative advertising development process for the digital era
Section 4: Media planning under media convergence- integrating earned, owned and bought media Section 5: Advertising ethics and regulation for the digital era Each of these themes represent ongoing areas of development in the ad industry. Possible themes to develop for each section are listed below: these are neither prescriptive nor exhaustive. All five sections are linked and some of the issues clearly do overlap across more than one section. NB the role of digital/post-digital is a theme that runs through all sections Section 1 Potential issues include the flattening of agency hierarchies: the continuing relevance of having layers of account management in agency structures: client liaison: agency control and accountability: the account planning function: digital planning: integration of campaign planning functions (media planning, advertising strategy, creative development, account planning, client liaison, and the tensions between these functions). Section 2 Advertising strategy development: approaches to targeting, behavioural/attitudinal/emotional: engagement: strategic integration of off-and online communications: influencers, native advertising and branded content. Section 3: models of the creative advertising development process and digital creative executions: in what ways creativity is/is not relevant to digital advertising: human advertising creativity versus AI creativity: creative executions and effectiveness: digital creativity: creativity and consumer engagement. Section 4: Media planning and virality: integrating earned, owned and bought media: media fragmentation and targeting: changing media consumption patterns: changing media business models: mobile and data-driven advertising: Google and Facebook advertising in relation to media planning. Section 5: The scope of regulation across off- and online: the reach and effectiveness of regulatory codes in a changing media landscape: regulating social media advertising: regulating Google and Facebook: social media advertising and ethics: ethics and giving or taking offence at advertising: ethics and deceptive advertising. 6-8 references are recommended

ORDER THIS PAPER NOW